Nixon couldn't stand the strength of the liquor, but he still drank it, and said bluntly: This is the same alcohol used by the Apollo spacecraft.
Times are getting too fast and we can't keep up with it a bit.
Back a hundred years ago, our history textbooks were full of "Eight-Nation Alliance".The current Chinese brand is so good! The representatives of your classes have "crossed the sea with eight immortals, each showing their magical powers":
"1 5G line"! Huawei said, I have a dream: to connect the world!
"1 money bag"! Alipay said, I have a dream: people all over the world to make money together;
"1 mobile phone"! Millet said, refuse to make huge profits, start with me!
"1 high-speed rail"! The CRRC said that the speed of 350 kilometers per hour is not strong? I'm okay!
Recently, China Baijiu held a "pledge meeting", this time it is different from the past, they want to go to sea collectively, ready to take the "aircraft fuel" jokingly called by Nixon, the former ** Nixon in the United States, to do another "obedience test" for foreigners.
Since 1910, Shuanggou Daqu won the gold medal of the Nanyang Industry AssociationChinese liquor has been going to sea for nearly 120 years, and foreigners have been "unconvinced", which really makes how to win the taste buds of foreigners in liquor become a big mystery that has not been solved for a century!
And we are even more in an awkward situation:The process of opening up the international market for baijiu is slow, but foreign liquor is becoming more and more popular in China, especially in the three southeastern coastal areas of Hong Kong, Guangdong and Fujian.
For this reason, I have decided to launch a charge on this century-old unsolved issueHowever, the more I read, the more I felt that there was something wrong with it.
The following is explained in detail: The art of war is cloudy: know yourself and know your opponent to win all battles.
When liquor goes to sea, foreigners have the most right to speak.
1.Liquor is too expensive!
Andris Reizenbergs, winner of the "Best Bartender Award" at the 68th World Cup International Bartender Competition, said bluntly:
Most Westerners have a sense of curiosity about baijiu, which is a very new thing compared to spirits such as brandy, but our first impression of baijiu in China is that it is expensiveWe want to buy baijiu, but it's too expensive. ”
Indeed, among the eight major spirits in the world, Chinese liquor is in the top position.
Westerners also want to try the "mysterious potion" from the East, but they can't pass the first level, it's too expensive!
In overseas markets, Chinese baijiu belongs to the spirits zone (over 40 degrees).
The price range is the same as in China, divided into three tiers: the low-end zone ($5-$30); Mid-range ($30-$50); High-end area ($50-$230).
It is precisely the head enterprises that can go out of Chinese liquor, such as Mao, Wu, Lu and other Tiantuan players, which naturally belong to the head players in the head.
According to Brand Finance, in the spirits sector,Six of the top 10 global spirits brands in 2023 are Chinese liquor brands.
And it is also the kind of "hegemony" mode that dominates the top five in the world.
This means that our brand isA luxury among luxuries in wine.
Then, the consumers we target are the richest among foreigners.
2.Not quite good at "blowing" yet.
Since our liquor is positioned as a "nobleman in liquor", we must tell foreigners why are we expensive?
For example, the advertising slogan of one of our companies is "national wine", which is good in China, but in the eyes of foreigners, what does this have to do with me?
Look at the Chanel ad again:no one can h**e our dream, no one.(No one can enjoy our dreams.) ）
Chanel directly attacked women's "vanity" and directly aroused the desire of female consumers to buy.
Come on, swipe your card! As a competitor to spirits in the same rank, whisky is particularly good at making up stories:
Because whisky is still lower than liquor, it is more volatile, and whisky is still in wooden barrels, usually about 2 4% in the first year, and about 1 3% per year after that.
The wine merchants were very clever and described the loss as an "angel's share" because it was so delicious that even the angels taxed on God's behalf, and we taxed God, and God matured the whisky for us to enhance the flavor.
Look at it, it's still a foreigner's slippery head to tell jokes!
We also have a lot of jokes, why can't we talk about them?
So, even foreigners can't help but want to buy it and try itWill they be able to withstand the first bite?
3.The liquor is too strong!
First of all, at the level of national dignitaries, on February 21, 1972, Nixon, who was then the United States, visited China, and took out Moutai that he had treasured for more than 30 years at the table of the state banquet.
Nixon drank it, bluntly speakingThis is the same alcohol used by the Apollo spacecraft
Secondly, the common class.
A program once conducted a survey in the United Kingdom and selected a Chinese liquor of more than 50 degrees for testing:
As a result, their expressions changed to that they were going to die on the spot:
Not to mention foreign countries, even our post-00s don't drink liquor with us, in their eyes, this is the old guy's "obedience test", a group of people are toasting frantically around a person, just to make that person feel the emperor's enjoyment, in order to show loyalty, even fragments are not hesitated.
Perhaps this is due to the "hostility" and "misunderstanding" of young people?
Above, you said that Chinese liquor is strong, so how can the stronger vodka go global?
The reason is that the Chinese do not want to make this money!
Don't believe me, and listen to my analysis:
1.Chinese liquor is the protagonist, and if it is not a base liquor, it cannot be a base liquor.
Vodka has gone global because it has also become one of the six base drinks of cocktails in bars, along with rum, whiskey, gin, tequila and brandy.
For example, add some juice, soda and other drinks to mix, directly reduce the original 50 degrees to 20 degrees fruit wine, which is not delicious.
No matter what kind of wine foreigners drink, they always like to mix something!
Actually,This is because these liquors are "rough houses", and Chinese baijiu itself is "finely decorated".
Because Chinese liquor is brewed with koji mold, it produces many different aromas, such as: sauce fragrance, strong fragrance, phoenix fragrance, light fragrance, dong fragrance, compound fragrance and so on more than 10 kinds.
That is to say,Our liquor itself is the life of the protagonist, and it can't make a wedding dress for people.
Chinese baijiu is characterized by its aroma and is also known for its mellow taste.
Especially Li Bai's famous sentence:"Lanling wine tulips, jade bowl with amber light",Smell its fragrance first, but also look at its color, and this amber light has already pointed out the mellow that only more than 20 years old wine has
Poem I,As a young person, I was already disgusted with "spicy" liquor, until I drank an old liquor that was nearly 30 years old during the Spring Festival
finally felt that what Li Bai said was true, the really good wine is "Qiong Jelly Jade Liquid", that is, "the nobility in wine".
Let's ask, this kind of wine is used as a raw material for "fruit wine"?!
2.Chinese baijiu is not about young people in the first place.
In recent years, liquor manufacturers have seen vodka rampant in young people's bars, and the traditional second brother couldn't sit still, so he issued a "ice explosion", which can enter the night market with fruit flavors, and the colorful bottles look very eye-catching.
However, just wearing a punk shirt on the upper body, and seeping down these are trousers and leather shoes, it seems to be on the wrong set, and young people want to be colorful, you don't understand.
Jiang Xiaobai tried at a low price, which is very in line with the positioning of vodka in low-end spirits, and may achieve a certain success, but this success is a little difficult for large factories to intervene, after all, it is also whimsical to think about being in the high-end head price of the spirits area.
Dachang is still accustomed to banquet culture, middle-aged people push cups and change lamps, you come and go, and a table is tens of thousands of consumption.
Young people will also get old, and they will eventually fall in love with Chinese baijiu.
Therefore, the customers of China's top liquor are still relatively wealthy groups over 35 years old in China and abroad.
3.Why is it not Chinese baijiu that is the first choice for foreign middle-class banquets?
I like to learn from things, let's think backwards:
Will you choose a well-known liquor or a well-known foreign liquor for a banquet?
In China, it is more common to choose well-known baijiu, because it is familiar enough:
Each is given a price code, such as what wine is the standard for the mid-end bureau, what wine is the standard for the high-end bureau, what wine is good for buddies, and what wine is "ration wine".
Foreign wine and wine are still supporting roles to prevent emergencies such as who does not drink liquor.
Just as foreign wine has been attacking the Chinese market for a hundred years, it has also failed to conquer the most important market in China, that is, the banquet market.
Logical thinking "Luo Fat" said that liquor is a good thing,Once there is wine, the interpersonal relationship at the wine table is no longer the daily distance and distance, but returns to that chaotic state
At this time, the "laughter and scolding" on the wine table came out, and even with the help of alcohol, some things happened that wanted to happen but couldn't happen
There is another important reason for this, the intensity of liquor is higher than 40 degreesThe more you drink, the more it resembles "opium", which produces an intoxicating effect.
In China, wine is not drunk alone, but by the crowd, more importantly, "The drunkard's intention is not to drink, but to care about the landscape!" ”
This is where Westerners who are rich in "drinking alone" (already 40 degrees are still diluted with ice) are unacceptable.
This is a good explanation for the fact that there is no market for Chinese liquor abroad!
The cultural philosophy is the complete opposite.
To sum up, after argumentation, when Chinese liquor promotes overseas markets, it does not do low-end bartending business at all, and in fact, it cannot do it; Baijiu is still mainly targeting foreign high-end spirits area, but due to the characteristics of expensive, spicy and simple
and the culture of the wealthy in the West not using alcohol to strengthen or break through the "Confucian authority" in a short period of time, and the ultimate function of baijiu was nullified.
After the above logical analysis,The export of liquor is "difficult to settle", may it be "made" by itself?
1.Strategically, it attaches great importance to the "foreign area" of Europe and the United States.
In recent years, the leading liquor companies have successively "anchored and gone to sea", but Chinese companies have always "said that Rome must be called", and when they go to sea, they must come out of England, Rome, romantic France, etc., so as to reflect the value of my head enterprises.
In July 2023 alone, Kweichow Moutai, Wuliangye, Yanghe and many other companies will go to the ocean to conduct inspections and exchanges in the United Kingdom, France, Hungary and other places, and focus large-scale activities on European countries such as Britain and France, taking them as strategic destinations for liquor to go overseas.
2.In reality, the Asian Confucian cultural circle is a "consumption area".
Due to the Confucian ultimate function mentioned above, the same text and the same speciesIt is also a Confucian cultural circle of "the same poem".The data shows that in 2022, China's liquor exports in Japan, South Korea, and Australia accounted for 37% of the total72%。Overseas, South Korea is China's largest foreign market for liquor exports, accounting for 31 percent of its annual exports92% and 3038%。
In addition, there are many Chinese in Southeast Asia, Thailand, Malaysia, Singapore, Indonesia, and North America, and there are more than 60 million Chinese in the world.
These markets have been virtually ignored by wineries going overseas.
3.60 million ethnic Chinese are free propagandists, but they are deliberately ignored.
In addition, as mentioned above, Chinese banquet wine will also have foreign wine, because some people will drink foreign wine, so the Chinese drinking white wine must be strengthenedIf it is said that in foreign banquet bureaus, foreigners also take into account that Chinese people drink liquor, then it is not invisibly to strengthen the sales of liquor and expand the business territory.
This is also an infiltration game, and it is more effective to let 60 million Chinese act as free salesmen than to go directly to the other party's door to publicize it from their own winery!
Taking Thailand as an example, the Chinese in Thailand are very receptive to liquor! They have a high economic and political status, and when drinking Chinese baijiu became a habit, Yang Fan, a Thai-Chinese descent, recalled his experience of drinking baijiu 48 years ago, when he went to Chinatown to try his luck and buy it"At that time, the packaging was very ordinary, the red wax sealed the mouth of the bottle, and when it was opened, the aroma of the sauce came to the nose, and it felt spicy when you drank it, but it was a warm current after going down the throat. ”Recalling the first taste, Yang Fan was very impressed.
Driven by Chinese tycoons, Thais all know the word "Moutai" when they talk about wine! ”
This is the influence of the powerful culture of the great powers in the Confucian cultural circle on the countries of East Asia and Southeast Asia.
After the above logical analysis, we can find that Chinese liquor went to sea before knowing that foreigners did not buy it, and deliberately ignored the Confucian cultural circle"When things go wrong, there must be demons"!
1.CCTV's income may be supported by wine companies!
The advertising cost of liquor has always been very staggering!
According to a reporter from China** Daily, the CCTV Spring Festival Gala in 2023 will be dominated by liquor advertisements!
The overall market is down, and the liquor giants have to grab the CCTV rate, just take the "highlight" that merchants must compete for ten minutes before the Spring Festival Gala starts at 20:00There are a total of 19 brand advertisements, of which 8 are liquor brands
Yanghe Dream Blue M6+ welcomes the New Year with Chinese people around the world through the countdown of 20 o'clock and 0 o'clock of the Spring Festival Gala and conveys brand blessings.
Netizens think that the liquor is very involuted, and the increment has basically reached the ceiling. WhileUnder the involution, large manufacturers have to pay billions or tens of billions of advertising costs.
2.Liquor manufacturers going overseas is more like a high-end advertising investment!
When you find that the liquor manufacturer has invested 15 million to sponsor a well-known tennis or football abroad,You will find that they are particularly "wronged", throwing money at foreigners but not positive consumption growth, in fact, we are "fools", and the head Chinese liquor companies generally go to Europe and the United States to go to sea, can win the domestic front-page headlines, compared to CCTV's "pit daddy" sky-high advertising costs, isn't this free advertisement more fragrant?
So why also go to the Southeast Asian market? Did you see what we ** reported?
No, because we only pay attention to "what we say must be called Europe and the United States", in fact, what our netizens pay attention to, we will report it!
Although we have seen the world in China today, there is still a "three, six, nine and so on" in our eyes? The head company should send some kindness to foreigners for free and advertise!
The purpose is "flowers bloom outside the wall, fragrant inside the wall!" You see that the wine we drink is also a high-end wine in Europe and the United States, which is the most important topic of conversation in the banquet!
1."Little Sheep" Yanghe has the unique advantage of "going to sea".
As the top 3 high-end liquor companies in China, the overseas market also focuses on high-end handicraft classes and M9 and Guijiu seriesThe Yanghe wine itself has a soft taste and a luscious aftertaste, which makes Yanghe wine a commercial wine
And Yanghe also exerts force at low degreesIn particular, Jiangsu and Shandong are low-alcohol wine areas, which are relatively similar to foreigners in 40-degree wine areas
On the one hand, the business characteristics of Yanghe are more easily accepted by foreignersOn the other hand, the Yanghe "low alcohol zone" is not so heavy and close to the limit of what foreigners can tolerate for spirits.
2."Little Sheep" Yanghe is one of the best at commercial promotion among the leading enterprises.
Presented against the bartending world champion AndrisCultural identity issues,
In terms of "hardware", Yanghe Co., Ltd. has built the "Yanghe Liquor Culture Experience Center" in key markets to create a high-end venue integrating brand display, product experience, product sales, product release, conference affairs and business banquets.
In terms of "software", the marketing department of Yanghe is assisting dealers in various countries to establish ins accounts, regularly push product promotions, improve the popularity of Yanghe products in the local area, use overseas social platforms to promote the company's products and corporate culture, increase the company's degree in specific groups, and guide passenger flow for online inspection and consumption.
At the same time, Yanghe also pays attention to cross-border cooperation with well-known local enterprises to improve the rate and reputation.
The Americans once said, "If you can't win against your opponents, join them." ”
Yanghe, it is not impossible for latecomers to prevail!
3."Little Sheep" Yanghe has a unique secret book to meet the "Age of Discovery".
From the beginning of the 15th century to the 17th century, Westerners made great geographical discoveries, referred to as the Age of Discovery, and today in the 21st century, more and more reports will use the "Age of Discovery" to describe the success of Chinese brands going to sea!
Zhang Liandong, chairman of Yanghe, dared to say: "Because of the 'dream', we can reach all the distances, and we can also create all the beauty, and we will create all the greatness!" ”
What confidence does he have?!
Because,"Little Sheep" has the qualifications to win the international gold medal for the first time in ChinaThis is a strong proof that the "little sheep" has successfully gone to sea, but what is even more praisedIn 1912, Sun Yat-sen, the father of the nation, happily waved his pen to write "Shuanggou Liquan" for Shuanggou.
After a hundred years, Yanghe should live up to expectations, keep integrity and innovate!
In the Age of Discovery, win the first prize and let dreams connect the world!
Dream of connecting the world with Chinese liquor Yanghe Thailand
Viewpoint Creation Camp Season 2 References:
1."After being crowned the world champion of bartending, he said that the barrier to baijiu going to sea is not taste, but? Yunjiu Exclusive", Yunjiu Headlines;
2."Fun Facts|The most romantic language of whiskey: Angel Sharing - The Angel'S Share, Whiskey Planet;
3."The same spirit, vodka is sold all over the world, why can't liquor?" National Business Daily;
4.Luo Pang 60 Seconds: Why Can Wine Bring the Atmosphere of a Banquet? Logical thinking.
5."I heard that Jiang Xiaobai wanted to make baijiu into vodka, so I did a serious academic research", Perak researcher.
6."Chinese liquor goes overseas, Japan and South Korea may be a more effective market? Periscope Internationalization", Yunjiu Headlines;
7."Silk Road Story: Cheers to Thailand in the Name of Wine", Guizhou**;
8."Dominate the screen! Liquor "contracted" CCTV Spring Festival Gala, these A shares seize the C position! Netizen comments lit up. China ** newspaper.
9."Seizing the Opportunity of the New Silk Road, Yanghe "Goes to Sea" to Speed Up", Weijiu.
10."Looking Back at Yanghe 2023: A "Chinese Heart" Holds Up a "World Dream"", Yunjiu Headlines.